LEVERAGING DIGITAL AND INTELLIGENT TECHNOLOGIES: TRANSFORMING BUSINESS MARKETING STRATEGIES IN THE MODERN ERA

This paper examines the transformative effects of digital and intelligent technologies on business marketing strat-egies. It focuses on the role of data-driven approaches, particularly big data analytics and artificial intelligence (AI), in enhancing customer targeting, personalization, and real-time engagement. The integration of digital channels is highlighted as crucial for maintaining a consistent brand experience. Additionally, the study explores the adoption of augmented reality (AR) and virtual reality (VR) to create immersive consumer experiences. The findings suggest that businesses must invest in advanced technologies and upskill their workforce to remain com-petitive. Ethical considerations, especially regarding AI and data privacy, are emphasized as essential for building trust. The paper concludes with recommendations for future research on the continued evolution of AI, AR, and VR in marketing and the potential integration of emerging technologies such as blockchain and the Internet of Things (IoT). KEYWORDS: Digital Marketing, Artificial Intelligence, Big Data, Augmented Reality, Personalization